This month I'm privileged to feature an interview with graphic artist
and Web developer Serenata. Webmaster for Eva Rosenberg's TaxMama
site (and many more), Serenata never avoids controversy if the results
lead to better understanding. See my notes at the bottom of this
issue for an announcement of her new project: ibbit.com
Q. Do colors make a difference on a business site? Are some more
acceptable than others?
A. The obvious answer is "yes." In fact, color affects everything we
do in life. Think about the numerous references we make to colors,
such as "red hot," "have the blue," "in the pink," etc.
With regard to a business site, smart business people pay attention
to what color means and use it effectively - and it pays off.
If you want to see what colors really work well, look at the busiest
sites on the Internet - those considered to be the most successful.
Notice how they build their sites? Notice the colors they use? There's
a reason for what they do; they don't look that way by accident.
Take the color blue. Some blues, especially those that run toward the
cooler grey-blue combinations, can be depressing. Think of "sky blue"
and the mental image it brings. It's no accident that IBM, "Big Blue,"
chose blue in its logo. It lends the image of stability, conservatism,
and builds trust.
Reds convey a sense of excitement, speed and dangerous beauty - or a
warning. Yellows can also be warm and sunny or a warning color, too.
Green is always a confidence builder and lends authenticity, because
it's the color of money.
So color does make a difference on a business site. One of the most
important decisions a site owner should make is color considerations
in relation to the message they want to convey.
Very often people choose the wrong colors to instill confidence in
their viewers. The look is disastrous - and they don't understand why
they're not getting any sales or why their visitors are leaving after
a quick look around.
Q. How do you determine the "right" colors for a web site?
A. There have been many studies done on colors and motivation, the
psychology of colors, the use of colors. Green makes people less
nervous, hence the "green room" for television shows. Blue is more
conservative: look at the amount of blue and green used by financial
institutions, even the government!
A good discussion of the Psychology of Color for reference is the
Infoplease.com Website: http://www.infoplease.com/spot/colors1.html
You have to understand and know your market. What colors are more apt
to motivate them to do what you want them to do? Whether it's to
subscribe to your ezine, buy your products - whatever it is you want
them to do - you must have an understanding of the psychology of color.
Using it to instill the components to motivate your visitors is a
science in itself. Well, a science or an art.
Q. Are there any color combinations you recommend avoiding?
A. Very often colors can be related to the subject matter of the site.
But one thing I will recommend against is how one uses the color brown.
Often it dulls whatever the page is about and depresses your viewers.
I saw a gift shop, attempting to convey the feeling and warmth of an
old time country store. It had a lot of tans and brown for the
background. Although her gifts were exquisite and reasonably priced,
she didn't make one sale in six months.
It had to be the muddiest, most depressing site I'd seen in years. I
tried to tell her to dump the brown: it was overwhelming everything else.
I suggested she concentrate on the gifts, which were great, but she
didn't do it - she was proud of her design. She's no longer in business.
NEXT MONTH: Serenata discusses some of the biggest mistakes people
make when they create business websites.
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